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Hiten Shah (Kissmetrics - Founder & CEO) speaks about actionable metrics at Onlab [Data] Conference

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Onlab presentation

  1. 1. HOW TO: ACTIONABLE ANALYTICS Hiten Shah June 2012 - Onlab [DATA] Conference
  2. 2. @hnshah
  3. 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
  4. 4. FOCUS ON METRICS THAT AREACTIONABLE A+
  5. 5. Vanity metrics will kill yourWhat is User Experience? business VANITY METRICS VS. ACTIONABLE METRICS HTTP://KISS.LY/ACTIONABLEMETRICS
  6. 6. No connection to your business Vanity metrics make us feel good when they improve but they don’t help us grow our business.
  7. 7. Web analytics is vanity metrics In Google Analytics, vanity metrics are everywhere.
  8. 8. Vanity metrics are a distraction
  9. 9. Difficult to take action If pageviews go up, what should you do?
  10. 10. Be careful with web analytics Improving traffic doesn’t necessarily improve your business.
  11. 11. FOCUS ONCustomers !
  12. 12. Your customer relationships To build a relationship with our customers, we need to know who they are.
  13. 13. CUSTOMER ANALYTICS Tells Us
  14. 14. WEB ANALYTICSDoes Not
  15. 15. CUSTOMER ANALYTICS ARE Actionable
  16. 16. What customer analytics does Tracks the entire customer lifecycle from first visit to the most recent activity.
  17. 17. What is User Experience?
  18. 18. KISSmetrics Customer Analytics Very Simple Person-Based API trk.kissmetrics.com/e?_p=tim@apple.com&_n=upgrade&plan=large Person Event Property Who the data is about What they did Attributes
  19. 19. Get reports on real people
  20. 20. Every point of engagement for a customer“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
  21. 21. Multiple channels Customers use many different channels, tracking should too.
  22. 22. Multiple people, multiple channels
  23. 23. Which channels matter?
  24. 24. Data that matters You’ll get data that is easy to take action on because it tells the story of your customers.
  25. 25. Question Who are my most valuable customers?
  26. 26. Most valuable customers
  27. 27. Most valuable traffic sources “ITS EASY TO KNOW WHICH REFERRAL SOURCES TO FOCUS ON TO ACQUIRE THE TYPES OF CUSTOMERS I WANT.”
  28. 28. Most valuable markets
  29. 29. Actionable Find out how to acquire more valuable people based on where they come from and who they are.
  30. 30. Question Who is doing what?
  31. 31. How many times each customer does something
  32. 32. Most engaged markets
  33. 33. Actionable Determine why certain people are highly active by identifying and analyzing their behavior.
  34. 34. Question What encourages someone to become a customer?
  35. 35. Search based on your main goal
  36. 36. Get a list of people
  37. 37. Look at individual customer behavior
  38. 38. Actionable Search for and analyze individual profiles to learn what actions come before your goals.
  39. 39. Question What does my entire customer lifecycle look like?
  40. 40. Variation B performs best for key funnel
  41. 41. Variation A results in more revenue “RUN A/B TESTS AND SEE HOW IT AFFECTS ALL OF YOUR KEY METRICS.”
  42. 42. Actionable Track the entire customer lifecycle to make decisions based on a complete view of all your metrics.
  43. 43. CUSTOMER ANALYTICS HELPS YOU Learn Faster
  44. 44. !“The only way to win is to learn faster than anyone else.” Eric Ries
  45. 45. Data Informed - Continuous Improvement Build, measure, learn fasterre ings Splolden Teion Build Learn Measure THE LEAN STARTUP
  46. 46. THANK YOU! Hiten Shah hitenism.com hshah@kissmetrics.com

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